>> reporter: will drivel through the local economy. $20million every time the ncaa comes to town. this is the third time in seven years. >> 15, 17 hours a day, we've been here in the building. we love it. it's march madness, it's fantastic. >> reporter: with ice hockey a shortened season, six basketball games over today and saturday are especially welcome. for cal, it's almost like a home court. >> fans are so close to the action. it creates a terrific atmosphere. >> reporter: loud too at local bars and restaurants, where the games dominate tv. >> cardinal fans, rams fans, th st. louis got their win, then watched all day. >> i can't believe how clean and beautiful the city is. everybody that we've seen has been so great to us. even the opposing team. >> especially the first two days of the ncaa tournament. a lot of upsets. you can hear the buzz, and people are pretty fired up here. >> reporter: once a cal player, now a fan, this dad paid $100 a ticket. >> i've only been here to see madonna. never been here for a sporting event. it's clean, high-tech. we're in silicon valley, it's